when you look good, you feel good

Coming from a Haitian home, Natasha St-Jour felt limited by career expectations. She thrived working corporate jobs, but never felt fully fulfilled. It was her fiancé who finally told her it was time to start something new. Taking his advice, St-Jour decided to begin the journey of becoming an entrepreneur. With nothing more than a love for hair and enthusiasm for hair extensions, she created Vixen Label, a premium luxury hair extension e-boutique based in Ottawa, Canada. 

I caught up with St-Jour to learn how this brand went from an idea to a thriving business in one of the most competitive industries. 

On the company’s mission:

We strive to enhance every woman's self-confidence. When you look good, you feel good, and that's what Vixen Label's all about. Our priority is to foster healthy relationships with our employees, retailers, and our beautiful clients. Keeping our black roots in mind, our long term vision is to use our platform to reinvest in our people and build more black female entrepreneurs.

On standing out in the competitive Black hair market: 

Vixen Label was founded on the following principles: quality, product knowledge and customer service. Remaining consistent and true to these principles has allowed the brand to gain traction. I hate when the whole buying process feels like a business deal, which is why you’ll always find me educating our Vixen Dolls via our newsletters, replying to comments on IG, and answering questions in our DM’s. I want my customers to feel like they are a part of the Vixen Label family when they buy from me, because without them there wouldn’t even be a Vixen Label. 

On their best-selling products: 

All hair textures remain in high demand but our first best-seller is the Lace Front Wig. The wig arrives non-customized, with a partially plucked hairline, which truly gives our customers the ability to transform each and every wig to suit their personality. They’re extremely versatile and a wonderful protective style which is a major bonus for all of our naturalistas! Not to mention, they’re a must-have. Whether your hairstylist flakes on you at the last minute or your hair has a mind of its own, our lace front wigs will always have your back. After that, I would definitely have to say our Bundle Deals. It’s definitely the most versatile product we have. 

On plans for the future:

We’re looking into adding products that will complement our hair extensions in the upcoming months and increasing our networking within the beauty industry. Our goal is to get more people aware of the brand, show them what it stands for, and let the world know we’re here to stay!

Follow Vixen Label on Instagram to learn more.